Digital advertising and marketing: only the best ideas worldwide, since 2003

Interactivity, comprehension, and persuasion

July 25, 2003 at 11:01 by Martina Comments

For those of you interested in some academic studies on online communication, I’ve found a very interesting paper, by Wendy Macias on the Journal of Interactive Advertising. The paper’s title is: “A Preliminary Structural Equation Model of Comprehension and Persuasion of Interactive Advertising Brand Web Sites” and has the main goal of building a preliminary structural equation model to better understand the relationships between interactivity, comprehension, and persuasion.

Comments are closed.

Advertise here